It is an example of customer commitment. It shows the loyalty of a customer to the certain brand, product or company. Customer values the quality and the service of the product and this service increases his utility level.
Answer:
The major assumption of the rational choice theory is that human behavior is as a result of conscious decision making.
In rational choice theory individuals usually make up their minds or decisions under pressure usually within a small amount of time. During this process individuals make the decisions which are best suited to how important or beneficial such a decision will have on their lives. This is usually the primary purpose of rational choice making.
